An interesting result of a survey made by Professor Joan Meyers-Levy of the Marketing department at University of Minnesota's Carlson School of Management, and author of the well-known study on ceiling height, came up with this result: the ground where people stand can greatly influence how they judge products.
This astounding result was published in the Journal of Consumer Research (June 2010). Conducted by co-authors, Joan Meyers-Levy and Juliet Zhu and Lan Jiang of the University of British Columbia, they analyzed the experience brought about by the two most common flooring types sold on retail outlets: hard vinyl tile and carpet. Professor Meyers-Levy discovered that people standing on carpets feel comfortable, however, they have the tendency to judge products that are close to them as less comforting.
The authors did the following procedures:
1. The first result showed that carpeting really gives a greater sense of physical comfort than tiled flooring. They then proceeded to deal with more practical and tricky questions such as - Would these bodily sensations elicited by the flooring transfer to people's assessments of products that they observe while shopping?
2. Some participants were made to stand on soft pile carpet and others on hard tile. They were required to look at products that were close and also placed further away. It was observed that when products were further away, the participants assessed them by the sensations of their bodies, without any conscious efforts at all. For instance, while standing on soft carpet and watching a far-off product, they would judge the item as more comfortable. But when they examined products that were close by, they judged them as less comfortable. According to Professor Meyers-Levy, it was because when objects are close by, the bodily sensations elicited by the flooring are more likely to be used as a comparison standard, but not as a frame for interpretation.
Just how much would implications of these findings affect all brick and mortar retailers and service providers? It is a fact that interior décor, like flooring, is a more important element than function or style. Directly affecting how consumers perceive products, it can determine whether or not the consumers buy the goods. Analyzing the attitude of consumers has always been important, as shown in the result of this study that even where consumers stand can make a difference in making a sale or failure to close the deal. Let Champion Coatings help you determine what flooring your property needs to make your consumers feel at home.
For complete report on this study, read the article in the Journal of Consumer Research of June 2010. It is written by Joan Meyers-Levy of the Holden-Werlich School-Wide Professor of Marketing at the Carlson School. She has been researching the effect of verbal and visual communication, memory, information processing, gender and individual difference on the behavior of consumers.